Shopping Bag

Dear Community,

If there’s one thing we know after the last five months, it’s this: Parents deserve peace of mind. They deserve to know how their baby will be fed without rummaging through empty shelves, scouring social media, or frantically texting friends and family. They deserve to know where their baby’s next bottle is coming from without being told it’s their fault for not breastfeeding (don’t get us started).

Let’s be clear. This crisis was not, and is not, parents’ fault. We’ll say that again in case you missed it: This crisis is not your fault. It's the fault of a broken domestic supply chain and an industry ripe for disruption. When two companies control 70% of the market, and one has a major recall, the ripple effect is extraordinary—and devastating.

When the crisis first hit, our business shifted from offering new parents a better formula feeding experience to giving our existing Bobbie parents peace of mind. Ensuring that every single Bobbie subscriber had full bottles, uninterrupted deliveries, and guaranteed access to safe, quality, and reliable food became priority number one.

We wish we could fulfill that promise to every frustrated parent who wants to join Bobbie right now. The hard reality is that we can’t. And when you’re in business to feed babies, that’s difficult to confront.

The response to our waitlist has been overwhelming and, quite honestly, humbling. As of today, we’ve started the process of welcoming Bobbie waitlisters—more precisely, tens of thousands of Bobbie waitlisters—into our family on a first come, first serve basis. Invitations will continue to be sent out over the coming months.

What does this mean for new parents still waiting for the opportunity to subscribe? For now, our waitlist is closed, and we will be reopening to serve new parents later this year. We’ll be blunt: Waitlists are terrible. And until we can invite every single parent who has signed up, we won’t reopen our store to new customers. In the meantime, Bobbie cans are being continuously restocked on 1,792 Target shelves nationwide, and we encourage you to find your nearest store.

Thank you, from the bottom of our hearts, for your patience and support during what has been a dumpster fire of a year for formula feeding parents. Now more than ever, it’s clear that this industry needs a revolution. If there’s any silver lining to find in the past few months, it’s that the cultural conversation around how we feed our babies is finally evolving, and pressure on lawmakers is building. We see more people talking about formula today than they have in decades.

That’s shaking the stigma. And you know we’re always here for that.

With love,
Laura Modi
CEO
Sarah Hardy
COO